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Mexico is considered in 2022 the second country in Latin America that registers the most internet users per day.
The platform created by ByteDance has already exceeded one billion active users in just five years since its foundation.
For luxury brands it is important to consider the effect of the language of smiles. There is a big difference between luxury brands and consumer brands, according to experts from marketing. From there, some theories are deduced in which the importance of keeping a good message faithful to the concept to be developed is explained.
Social networks like TikTok have contributed to revealing the secrets of the language of each sector. In other words, not because a strategy works for a certain product, it will work for everyone.
TikTok has become one of the favorite social networks of users, not only because it is easy to promote content or talk about something. trend specifically, but because sometimes extraordinary things happen that are worth showing.
A report of We Are Social, Hootsuite and DataReportal pointed out that Mexico is considered in 2022 the second country in Latin America that registers the most internet users per day, with 96 million online users during the day to day.
In short, it has been revealed that, at present, there are nearly five billion people connected to the Internet and, of course, to social networks, of which it is Facebook the one that leads the market with just over three billion registered users so far.
Other platforms, such as YouTube, Instagram or TikTok have also reported significant growth, but it is the Chinese social network that has attracted the most attention during the last couple of years (2020 and 2021).
Since the arrival of the pandemic, the name of TikTok began to appear in the main trends in several countries, to such an extent that, in 2021, the platform created by ByteDance has already exceeded one billion active users in just five years since its foundation.
For this reason, many users begin to migrate to the short video platform, as they have considered that it is ideal for sharing direct and effective messages that are also considerably easier to carry out. In the world of fashion, they constantly reveal secrets that advertising experts need to specialize and understand more about that world.
“Luxury brands communicate to seduce”; Prada explains the language of smiles
Luxury brands usually communicate based on strategies of marketing very specific, seeking to attract in a cautious but effective way. The message is as direct as it is confusing on many occasions, since the intention is usually to communicate a forceful message, but with the aim of raising more than one question in the receiver.
In this case, a TikTok video sharing César Val’s opinion.a well-known founder and director of important fashion brands, points out that there is a mystery little known by users, but constantly studied among experts in luxury brand advertising.
The smile, according to what he says, represents an important aspect for the conversion around family brands, however, he highlights in the video that one quality of luxury brands is that they precisely communicate an aspirational message, not a daily one, that is why that the smile becomes a point of conceptual imbalance.
“In luxury we say that every centimeter of smile lowers the price by 3 percent. Luxury brands do not communicate to sell, they communicate to seduce, but luxury seduces with a certain distance, that distance that gives them the aura of aspirationality”.
“In mass consumption we will see many smiles but because they are family brands, which are part of everyday life. Luxury brands are not part of everyday life, they are for extraordinary moments”, the expert in luxury brands such as Prada, Valentino and CH shares in the video.
This is the video shared by the TikTok user:
@frankmoreno_There are no smiles in luxury marketing💎🫢 César Val, director of brands such as Valentino, Prada and CH explains why…♬ Luxury fashion (no vocals) – TimTaj
Definitely, from these examples, we have been able to discover one of the best kept secrets in advertising for luxury brands: the language of the smile.
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